Oxford University Press has declared “rage bait” as the word of the year, reflecting the prevailing digital culture of 2025.

This term describes online content crafted specifically to provoke anger or outrage, often by being irritating, controversial, or offensive, with the goal of attracting significant attention to a particular social media platform, according to a statement from Oxford.

Lexicographer Susie Dent explained to the BBC that the creators of such content often revel in the extensive engagement it generates, which includes numerous comments, shares, and occasionally even likes. This trend is fueled by the algorithms of social media companies, which tend to promote content that sparks strong reactions. While positive content like images of fluffy cats is appreciated, negative or provocative content tends to engage users more deeply.

The term “rage bait” outpaced two other finalists—“aura farming” and “biohack”—following public feedback on a shortlist curated by Oxford University Press lexicographers.

“Aura farming” describes the strategic crafting of a public persona meant to subtly project confidence, coolness, or mystery. Meanwhile, “biohack” refers to efforts to enhance or optimize one’s physical or mental capabilities, health, or lifespan.

The word of the year is selected by lexicographers at Oxford University Press who analyze new and emerging words, as well as changes in the way language is being used, to identify words of “cultural significance.”

Oxford University Press, publisher of the Oxford English Dictionary, has selected a word of the year annually since 2004.

Past winners include “podcast” in 2005, “emoji” in 2015, and in 2022, “goblin mode,” which described people who resisted returning to normal life after the COVID-19 pandemic.